2026 Commerce Relevance Report
Conversational Commerce Is Changing How Shoppers Decide
The 2026 Commerce Relevance Report examines how 4,000 shoppers in the U.S. and U.K. search, discover, and decide in an increasingly complex commerce environment. The data reveals a clear pattern: confidence is earned when experiences reduce uncertainty and provide direction, not when they simply present more options.
- Shoppers increasingly expect help deciding, not just help finding products.
- Conversational and AI-powered guidance is reshaping expectations for how shopping experiences should explain, compare, and assist.
- Discovery breakdowns remain common and continue to drive abandonment, especially when experiences fail to reduce complexity.
- Trust and control set clear limits on how far personalization and AI-driven automation can go.
- 59% of shoppers are more likely to buy when guided to exactly what they’re looking for.
- 67% expect online shopping experiences to evolve with conversational guidance.
- 40% are more likely to purchase when supported by an AI assistant
- 75% are very cautious about sharing personal data when shopping online
- Only 16% are comfortable letting an AI assistant shop on their behalf
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